Investigating and Extracting Green Marketing Strategies for Eco-Friendly Packaging in the Food and Pharmaceutical Supply Chain (Case Study of Arian Daru Pharmaceutical Company)
One of the principles of business success is identifying and linking our internal and external customer
satisfaction strategies. Therefore, in this research, marketing strategies in the supply chain are measured.
The purpose of this research is to examine the alignment of marketing strategies in supply chain and
organizational performance in the industrial group.
To achieve these goals, the focus of this research is on identifying strategies that influence green
packaging. Then, based on the ranking techniques and the opinions of the experts, the ranking of each
strategy was determined. Similarly, using the questionnaire, the opinions of pharmaceutical company
experts were also evaluated and rated on the strategies of the company involved in the packaging of
By comparing these rankings, we finally identified the strengths and weaknesses of the company in the
field of green packaging. In addition, suggestions were made for the company to move towards
environmentally friendly packaging.
The results and methods presented can be applied to other companies as well. Moreover, identify the
strengths and weaknesses of their strategies based on their purpose and plan for future strategies.